When the plus-size Barbie was introduced a few years ago, folks didn’t like her newly designed double/triple chin.

Mattel was doing its best to keep up with obesity trends, whose numbers have only risen. Obesity is a global issue, according to HealthData.org, who has reported that 30% of the world’s population, or 2.1 billion folks, are considered either seriously overweight or obese.

So when a British fitness and weight loss company called Protein World decided to put a yellow bikini on a very svelte model suggesting she was “beach body ready,” social protests began in earnest. Change.org collected 71,000 signatures demanding the ad’s removal. NYMag.com reported the London Mayor Sadiq Khan expressed displeasure.

He stated, “As the father of two teenage girls, I am extremely concerned about this kind of advertising which can demean people, particularly women, and make them ashamed of their bodies.”

Adweek.com described Protein World as “the British Brand who gleefully hates fatties,” while Glamour suggested the campaign made them feel “bad about themselves.” They also posted pictures of other protesters who took offense, declaring that all bodies are beach-ready.

I must admit, I’m confused by the amount of energetic protest concerning this ad, which, by the way, was removed from London and transplanted to New York City, where even more folks joined in to declare that Protein World should cease and desist the body shaming tactics. What does that mean exactly? Why compare yourself to anyone else, considering that every single woman is unique, regardless of size. If you don’t like the way an ad looks, don’t look at the ad.